Sports giant Adidas issued an apology after a campaign featuring a former Israeli soldier who lost his leg during military service sparked widespread criticism and calls for a boycott.
The core of the dispute centered on the participation of Shalev Biton, an amputee runner, in an Israeli advertising campaign promoting the Single Shoe service. This initiative allows individuals who only need one shoe, including amputees and people with limb differences, to purchase one pair instead of two.
Biton lost his left leg after being wounded by an anti-tank shell while serving in the Israeli army near Gaza during the 2021 conflict. It is reported that he was one of 11 disabled athletes featured in the local campaign.
The advertisement faced criticism from activists advocating for Palestine. They questioned the decision to include a former Israeli soldier in a campaign dedicated to amputees, given the large number of Palestinians who have lost limbs during the war in Gaza.
According to the World Health Organization, over 5,000 people in Gaza have undergone amputations, increasing the need for specialized surgery, prosthetics, and long-term rehabilitation. The organization's report for May 2026 noted that less than 25 percent of the 2,300 people with amputated limbs assessed between September 2024 and May 2026 received prosthetics.
As criticism of the campaign grew online, social media users began calling for a boycott of Adidas, accusing the company of ignoring the experiences of Palestinian amputees.
In response to the negative reaction, Adidas acknowledged that the image used in what the company termed a 'recent local activation' caused concern. The company stated in its release: 'We acknowledge that the image used in the recent local activation caused concern and strong reactions. We never intended to offend anyone and apologize to all those affected.'
The company added: 'We take the expressed concerns into account and take the feedback seriously.' Adidas emphasized that inclusivity remains one of its core values and reaffirmed its commitment to expanding access to sports.
It was also noted that the Single Shoe service was previously introduced in Europe in 2026 and was designed for people whose needs might not be met by purchasing a traditional pair of shoes. Adidas reported that this service continues to expand across Europe, Asia, and the Middle East, including the UAE, Palestine, Lebanon, Saudi Arabia, Kuwait, Qatar, and Egypt.
The company's statement read: 'In the Middle East, Adidas has a long-standing commitment to the communities we serve, working alongside athletes, teams, and sports communities across the region, as well as supporting needy people and communities through product donations.'